Study on Buying Behavior in Shopping Malls

Shopping in India has witnessed a revolution with the change in consumer behaviour. The changing lifestyles of consumers, disposable income growth and favourable demographic patterns have provided various opportunities as well as set more challenges for retailers. Shopping malls have become one step solution to meet the various needs of the consumers. In the recent years there has been a huge influx of shopping malls in Kerala. These malls allure large crowds and converge the stocks of major international and Indian brands. A study on consumer buying behaviour in shopping mall would enable to identify what factors convinces them to visit shopping malls, the rationale behind their buying behaviour, which enables a retailer to strategize their promotional plans, work for the betterment of the product and services, focus more on mall management and provide the value for the money spent by the customer.